UNPACKING THE STREAMING EXPERIENCE - VOLUME 01 - Hulu Advertising
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UNPACKING
THE STREAMING
EXPERIENCE
VOLUME 01
1 GENERATION STREAM UNPACKING THE STREAMING EXPERIENCE
CONTENTS
3
Generation
Stream
Meet the audience shaping what the world
will watch next.
7
The Streaming
Experience
Streaming experiences are dynamic by
design - depending on the moment,
the mood, and more.
Viewing Intensity
Viewing Community
Therapeutic Streaming
Classic Streaming
Curated Streaming
Indulgent Streaming
2
GENERATION
STREAM
Meet the audience shaping what
the world will watch next.
Made up of a mix of those who only stream and Bowl Shuffle), commercials (California Raisins,
those who stream alongside watching traditional “Where’s the Beef?”, the Energizer Bunny) and
TV, Generation Stream crosses all corners catchphrases (“How rude!”, “How YOU Doin’?”,
of culture, spans generations, and sets the “That’s what she said” ) seeped seamlessly into
bar (high!) for the evolution of TV and film. our cultural lexicon. While a certain nostal-
However, this entertainment majority is anything gia for this time exists—nearly half (49%) of us
but a singular block; their diverse streaming admit we miss those watercooler convos—
experiences tell a powerful story of how what few of us have stuck with the old TV program.
we watch reflects cultural shifts, life stages, daily Instead, digital killed the TV Guide, and the di-
patterns, and even our deepest selves. versity and personalization of streaming now
Remember TGIF, ABC’s legendary Friday reign king. Backing this up, 90% of Ameri-
night line-up of 90s sitcoms like Full House, cans 13-to-54 have made the shift to streaming
Family Matters and Perfect Strangers? Thirty (see Generation Stream by the Numbers), a
years ago, when Gen Xers were teens and mil- statistic that won’t surprise any of us who spent
lennials weren’t yet a thing, TGIF was a pro- the weekend plowing through Little Fires
gramming block that defined how we watched Everywhere, Unorthodox, The Sopranos, 90s
television: all together, at set times, and in rom-coms or Teen Titans Go! (for younger
tried-and-true formats. We tuned in weekly, streamers, of course). For most of us, the shift
watched one season at a time, loathed reruns, to streaming has been profound. Nick, 30, of
and regrouped around watercoolers. Dances San Francisco reflected, “The downtime of televi-
(the Urkel, the Carlton, the Elaine, the Super sion has been removed. You can watch 10 hours
3 GENERATION STREAM UNPACKING THE STREAMING EXPERIENCE
GENERATION STREAM
of your favorite show and never feel distracted.
You can build your own bathroom breaks.
You can make space in your brain to binge.”
Just take the experience of watching Friends
now versus then. “In 2001, bingeing Friends
on TBS was painful,” Nick recalls. “If you
could survive, you had a sickly superpower
and you should’ve been teaching meditation
at Esalen.” While Nick is squarely part of
the millennial generation, a generation that
remembers analog television, the young-
est generation of viewers—aka Gen Z—
don’t. For them, linear TV is a tale from the
pre-digital days they never knew, similar
to those stories of parents who walked up-
hill to school (both ways, in the snow). The
point is Zs never knew a time when content
wasn’t limitless and on demand, and the
rest of us are happy to leave those awkward
years behind.
We’ve dubbed this new generation of
content streamers, aptly, “Generation Stream.”
Taken together, Generation Stream is more
than just a demographic, psychographic, or
audience segment—it rep-
resents a multi-generational
movement that is entirely “Having the accessibility to old
reinventing how, what, where,
and when we watch. While and new shows makes me happy.
this movement has emerged
seemingly overnight (we’d I can go as fast or as slow as I want
pin it more precisely to 2013,
when seasons were dropped when watching a show. I love
in one fell swoop and binge-
watching was born), it will being able to limit or excessively
shape our entertainment
experiences and expectations watch one show or three shows
for decades to come.
in a few sittings.” —Deb, 25, Dallas, TX
91% of Generation Stream would give up their music
streaming service, their social media, their favorite
food, favorite fashion item, and favorite brand before
they gave up their video streaming service. In fact,
the only thing other than video streaming they aren’t
willing to give up is their hair.
4 GENERATION STREAM UNPACKING THE STREAMING EXPERIENCE 4
GENERATION STREAM
Generation Stream
by the Numbers
Generation Stream is comprised of the 90% of able to binge content to having more control
13-to-54-year-olds in the U.S. who stream video over their viewing experience to watching
content using one or more streaming services. niche content. Beyond just shaping Generation
As the vast majority of Americans, Generation Stream’s video experiences—but more on that
Stream is reflective of the country demograph- later—streaming has shifted audiences’ ex-
ically—it is balanced by generation, age, gen- pectations. Untethered from the 24-hour day,
der, race, and geography. Generation Stream primetime slots, Nielsen ratings, or set com-
falls into three types of streamers, defined by mercial breaks, content has newfound wiggle
how much of a role streaming plays in their TV room. Audiences are answering to this
and movie-viewing experience (see below). creative leeway with expectations for more
The ripple effect of streaming is as powerful left-of-center shows, more multidimensional
as it is universal: virtually all (95%) of Generation characters, more bingeable seasons and, well,
Stream say streaming has changed their view- just more: over one-third (35%) of Generation
ing experience in at least one way, from being Stream says, because of streaming, they watch
47%
STREAM
MOST
STREAM
ONLY 37%
STREAM
ALSO 16%
STREAM MOST STREAM ONLY STREAM ALSO
The most trend-savvy group, Typically more introverted Older, less trend-forward
these streamers tend to be and open-minded, these streamers who are more
extroverted entertainment streamers are more likely to likely to have children,
enthusiasts that skew male, be female solo-watchers and established jobs, and consider
multicultural, pop culture- span multiple generations. themselves brand-loyal.
savvy, and Gen Z.
5 GENERATION STREAM UNPACKING THE STREAMING EXPERIENCE
GENERATION STREAMING
more content than they did before, making it
a top 3 way in which streaming has shifted
their viewing behavior (see The Network Effect).
This increased demand for content—support-
ed by the streaming platforms like Hulu that
serve it up—has deepened the pipeline for
diverse, creative talent, both behind the camera
and on the screen. Just take Pen15. This
cringe-worthy comedy follows two 30-some-
things playing tween versions of themselves as
they navigate middle school in the early 2000’s
and give an uncomfortable window into life as
a 13-year-old girl—puberty, sexual discovery, AOL
Chat Rooms, and all. Backing up this trend to-
wards more creative content, Julie DeTraglia,
Head of Research & Insights at Hulu, predicts,
“I think there’s going to be a lot more experi-
mentation with the types of content. We’re no
longer locked into an hour or a half hour, a
comedy or a drama.” Already, 70% of Generation
Stream—and three-quarters (73%) of Hulu sub-
scribers—watch at least one show that they say
others would find niche or obscure. For the
vast majority of us—and particularly Gen Zs,
self-described as “commonly uncommon”—
creative experimentation is a good thing.
THE 42% I binge-watch TV series, which is something
NETWORK I couldn’t do before.
EFFECT 37% I have more control over my TV viewing
experience.
65% of Generation Stream 35%
agrees that the networks that I watch more content now than I used to.
television and movies come
from matter less, and 95%
say the rise of streaming
27%
I have an ad-free viewing experience now.
services has changed the way
they watch content in at least
one way. Here are the ways
that the demise of traditional
26% I watch on my laptop or phone rather than on
traditional TV.
TV networks has given rise
21%
to new viewing behaviors,
trends, audience types, and
content expectations. I watch more niche content now.
6 GENERATION STREAM UNPACKING THE STREAMING EXPERIENCE
THE STREAMING
EXPERIENCE
While streaming has become America’s entertainment
go-to, not all streaming experiences are alike: while the
through line is watching what we want, when, where,
and how we want it (commercials optional), there’s more
to streaming than just that. In our conversations with
culture-forward streamers across the country, backed
by a 2,500-person nationally representative survey,
we pinpointed four unique streaming experiences:
Classic Streaming, Therapeutic Streaming, Indulgent
Streaming, and Curated Streaming. Rather than static
experiences, linked to certain “types” of viewers, these
experiences are dynamic by design, meaning one viewer
often dabbles in different experiences depending upon
the moment, their mood, their surroundings, and more.
Key to these four entertainment experiences are two
significant viewing behaviors, or preferences, that
operate on a continuum: the intensity of the viewing
experience and the viewing community.
7 GENERATION STREAM UNPACKING THE STREAMING EXPERIENCE
THE STREAMING EXPERIENCE Viewing Intensity and Viewing Community 8 GENERATION STREAM UNPACKING THE STREAMING EXPERIENCE
THE STREAMING EXPERIENCE
STREAMING INTENSITY FACTOR
EXPERIENCE Lean Forward: When I’m watching, I am fully
immersed and/or actively thinking about the
METRICS 34% show I am watching.
Streaming experiences QUESTION: Lean Back: When I’m watching, I’m chilling
were identified based on For each of out. TV helps me relax and unwind—it’s not an
two key metrics: intensity the following 66% intense experience for me.
and community. Each of statement
these metrics operates on pairs, select
a continuum, but for the the one COMMUNITY FACTOR
purposes of this study that best
Social: For me, TV and movies are a social
and simplicity’s sake, we describes
experience. I like watching shows with others,
classified Generation how you 36% or talking with others about them afterwards.
Stream’s experiences as prefer to
either one, or the other. watch TV
Solo: For me, TV and movies are personal
shows and
experiences. I prefer just watching what I like;
movies. 64% watching with others or connecting with them
about the shows isn’t that important to me.
Viewing Intensity
First, we measured the intensity of the viewing watching for a specific reason e.g. I want to
experience on a “lean forward” versus “lean learn about that director, actor, photographer,
back” metric (see Streaming Experience or writer. I’m rarely just watching something
Metrics). Simply put, how engaged or serious because so and so told me to.” This type of
were viewers about what they watched? For ‘lean forward’ behavior, whether it was more
example, in talking about her addiction to indulgent (Deb) or more intellectual (Drew), fell
NCIS, Deb, 25, of Dallas, TX, explained, “I watch to the right of our Streaming Experience con-
NCIS 5 days a week at least 3 hours a day. I get tinuum. On the opposite end of the intensity
so involved in solving the cases and characters continuum was ‘lean back’ viewing, where
it’s unbelievable. I purposely do not watch viewers wanted to relax, chill out and unwind.
some shows when they air to binge-watch For example, Tim, 33, a father of two from
them.” Like Deb, Drew, 23, of Brooklyn, also Seattle, often watches TV as part of his rou-
gravitates to high-intensity viewing experiences tine—closure to the end of the day and a
—albeit not of the same binge-variety as Deb. chance to connect with his wife. “In recent
He explains, “Sitting down to watch something times, watching an episode of a show each
is a very important time for me and, if I’ve de- night has become very important to me and is
cided to watch something, 90% of the time I’m a consistent part of mine and my wife’s
9 GENERATION STREAM UNPACKING THE STREAMING EXPERIENCE
THE STREAMING EXPERIENCE
routine,” he explains. “After putting the chil-
dren to bed, we make tea, talk for a while and
then we watch our show. This is our time to
reset after the day. It is our most important
time. It is when we are together.” Whereas
Tim’s inclination to chill out is linked to his
family-centric life stage, Nikol, 30, from
Brooklyn, seeks out easy, familiar content as a
way to escape from intense moments in her
life. In her words, “I keep going back to old
staples that are comforting like Mad Men, 30
Rock, and Schitt’s Creek. I’ve been experiencing
a high level of anxiety and just needed to
watch familiar, funny shows.”
Viewing Community
In addition to intensity, we found that community
—i.e. social viewing experiences—was a key dif-
ferentiator in viewers’ Streaming Experiences.
Whether socialization was IRL (i.e. watching the
season finale of The Bachelor with roommates)
or online (dissecting the characters in The
Handmaid’s Tale on a social media forum post-
show), viewers tended to either gravitate to
social experiences, or preferred flying solo. The
latter is true of Deb on her borderline addiction
to NCIS. On why she watches the series alone,
Deb puts it bluntly: “I watch it alone to save
myself the embarrassment [of being so involved
in the series].” Nikol, 30, of
Brooklyn, on the other hand,
watches alone as a form of re- “I stream with friends to
laxation. “I usually have Schitt’s
Creek playing in the back- build more social bonds while
ground... I’ve watched it so
many times it’s extremely at school.”—Fiona, 19, Washington DC
comforting and makes me feel
happy. It’s like a warm hug!” On
the social side of the spectrum,
Fiona, 19, a rising junior at
George Washington University,
prioritizes shows she can watch
with her roommates: “I have
less time to stream now, so
10 GENERATION STREAM UNPACKING THE STREAMING EXPERIENCETHE STREAMING EXPERIENCE
when I do, I want it to be fully worth my time, so (though, as pointed out below, certain demo-
I stream with friends to build more social bonds graphics and psychographics do tend to skew
while at school.” Of course, social media also plays to one experience or another). While Tim,
a large role in our entertainment experiences for example, likes unwinding with his wife
and this is something Nick, 30, of Oakland, at night with shows like Barry (Classic
seeks out. “Most of my streaming choices have Streaming) his favorite recent show was
a strong social element,” he told us about HBO’s Chernobyl, which falls into the Curated
his digital entertainment community. “I want Streaming Experience. And back to Deb:
to discuss it with my friends and hear their In addition to obsessing over NCIS (Indulgent
thoughts as though we’re in a book club. Streaming), she also appreciates less intense,
A show club. I don’t want to feel left out from Therapeutic Streaming Experiences. “I will
these conversations.” not watch anything scary and I do not like
Married together, these four metrics to dive into historical times. I find it to be
created a quadrant of unique Streaming draining.” The point is, one viewing experience
Experiences. It’s important to note that these doesn’t fit all…and viewers don’t fit neatly
are experiences—not segments of viewers into singular experiences.
“ I want to discuss it with
my friends and hear their
thoughts as though we’re in
a book club. A show club.
I don’t want to feel left out
from these conversations.”
—Nick, 30, Oakland, CA
11 GENERATION STREAM UNPACKING THE STREAMING EXPERIENCEThe Four Streaming Experiences 12 GENERATION STREAM UNPACKING THE STREAMING EXPERIENCE
THE STREAMING EXPERIENCE
Mapping Streaming
Behavior
Not all streaming experiences are alike, as different
experiences appeal to different demographics,
psychographics, and moods of the viewer.
SOCIAL
LEAN LEAN
BACK FORWARD
SOLO
43% 23% 13% 21%
THERAPEUTIC CLASSIC CURATED INDULGENT
STREAMING METRICS: STREAMING METRICS: STREAMING METRICS: STREAMING METRICS:
LEAN BACK + SOLO LEAN BACK + SOCIAL LEAN FORWARD + SOCIAL LEAN FORWARD + SOLO
MOST MAINSTREAM MOST ROUTINE MOST TRENDSETTING MOST SPONTANEOUS
Streaming that is medita- Streaming in much the Streaming that centers on Streaming that is about
tive and therapeutic, this same way people watch carefully selected content being fully consumed
is the type of streaming traditional TV–at set that is intelligent, niche, with shows where viewers
that reminds them of times, with family or and/or global. More than have no problem “holing
childhood or helps them friends, and as part of a just entertainment, it’s up” for a weekend solo to
(lightly) reflect. daily routine. The only about TV and movies that make it through multiple
difference is that they create cultural conversa- seasons of their latest
can do it on demand. tion with like-minded obsession. This is the big-
entertainment enthusiasts. gest bingeing experience.
13 GENERATION STREAM UNPACKING THE STREAMING EXPERIENCETHE STREAMING EXPERIENCE
Therapeutic
SOCIAL
Streaming
LEAN LEAN
BACK FORWARD
43 %
STREAMING METRICS: DEMOGRAPHICS
SOLO
LEAN BACK + SOLO
Mainstream: The Streaming Experience most reflective of
In these days of unprecedented change, we all the national population
need self-care. Enter Therapeutic Streaming,
which is meditative, reflective, and just what
18 %
the doctor ordered in these difficult times
when mental health is top of mind, and
the urge to slow down and reset is palpable.
This is the type of streaming that helps viewers more likely than all Streamers to consider themselves
decompress, reminds them of childhood, or “Traditional”
helps them (lightly) reflect.
PSYCHOGRAPHICS
Introverted Homebodies
19 % 30 %
more likely than Gen Pop more likely than Gen Pop to
to describe themselves describe themselves
as “Introverted” as “Homebodies”
“The amount of streaming video
available is sometimes too much to
bear ... In these cases, I simply go
to a comforting older series or movie
I’ve watched previously.” —Seth, 38, New Orleans, LA
14 GENERATION STREAM UNPACKING THE STREAMING EXPERIENCETHE STREAMING EXPERIENCE
Classic
SOCIAL
Streaming
LEAN LEAN
BACK FORWARD
23 %
STREAMING METRICS: DEMOGRAPHICS
SOLO
LEAN BACK + SOCIAL
Married: +20% more likely than Gen Pop to be married
Some things never change, like chilling out on Affluent: Average income of $68K/year vs. $62K/year
the couch at night with family or friends to among Gen Pop
watch the latest episode of [you-fill-in-the-
blank], albeit digitally. Classic Streaming is
12 %
the closest streaming experience to watching
TV and movies the “old fashioned way”—at set
times, with family, friends or a partner, and as
part of a daily routine. more likely than all Streamers to watch TV and movies with
family or friends (64% Classic Streamers vs. 57% Gen Pop)
PSYCHOGRAPHICS
Social Recommenders
38 % 7%
more likely than Gen Pop more likely than Gen Pop to
to describe themselves say they recommend shows
as “Social” and brands to friends
“Weekly releases allow shows to stay
in [my] consciousness over an
extended time period, rather than
exploding like a supernova and
fading out quickly.” —Jason, 44, Renton, WA
15 GENERATION STREAM UNPACKING THE STREAMING EXPERIENCETHE STREAMING EXPERIENCE
Curated
SOCIAL
Streaming
LEAN LEAN
BACK FORWARD
13 %
STREAMING METRICS: DEMOGRAPHICS
SOLO
LEAN FORWARD + SOCIAL
Diverse: +11% more likely to be non-white than the Gen Pop
Pop culture always has its trendsetters to Young: +15% more likely to be part of Gen Z than the gen pop
cater to, and streaming is no different. Curated Gender-Balanced: Equally male/female
Streaming centers on intelligent, niche, and
global content; more than just entertainment,
71 %
it’s about shows and movies that create
cultural conversation with like-minded enter-
tainment enthusiasts.
more likely to seek out a community of fellow fans to discuss
shows or movies (53% Curated Streamers vs. 31% Gen Pop)
PSYCHOGRAPHICS
Pop Culture Influenced Digitally Influenced
27 % 42 %
more likely to say they are more likely to follow
influenced by pop culture influencers online than
than Gen Pop Gen Pop
“Now we can be even more connected
with the rest of the world. When I was
traveling in Argentina, I talked about a
Spanish TV show with Argentineans
who also watched it because of their
access to [streaming].”— Gala, 26, Los Angeles, CA
16 GENERATION STREAM UNPACKING THE STREAMING EXPERIENCETHE STREAMING EXPERIENCE
Indulgent
SOCIAL
Streaming
LEAN LEAN
BACK FORWARD
21%
STREAMING METRICS: DEMOGRAPHICS
SOLO
LEAN FORWARD + SOLO
Solo-Dweller: +18% more likely than Gen Pop to live alone
Calling all bingers (you know who you are)! Older: +15% more likely than Gen Pop to be part of Generation X
Indulgent Streaming is about being fully con-
sumed with shows. Viewers have no problem
36 %
“holing up” for a weekend solo to make it through
multiple seasons of their latest obsession.
more likely than all Streamers to admit to being “bingeing
addicts” (15% vs. 11%)
PSYCHOGRAPHICS
Intellectual Tech-savvy
25 % 21 %
more likely than Gen Pop more likely than Gen Pop
to describe themselves as to describe themselves as
“Intellectual” “Tech-savvy”
“The most bingeing I’ve done at once
is probably 50 hours. And at that
point it felt like addiction ... And now
that it’s over I’m very wary of anything
I watch because that was quite the
commitment.”—Ben, 32, Seattle, WA
17 GENERATION STREAM UNPACKING THE STREAMING EXPERIENCEMETHODOLOGY
To explore Generation Stream, Hulu partnered with
Culture Co-op and utilized the following combination
of qualitative and quantitative research approaches.
Trend Exploration Expert Interviews
Leveraged Culture Co-op’s trend research and Interviews with entertainment, tech and
Hulu’s existing data to understand Generation generational insiders on the future of streaming
Stream at a high level. and entertainment.
Culturesetter Projects Nationally Representative Study
In-depth projects on TV and movie streaming A 25-minute online study among 2,500 Gen Zs,
preferences and behaviors among 24 diverse millennials and Gen Xers, representative of
“Culturesetters,” a handpicked group of indi- Americans ages 13-to-54, fielded in April 2020.
viduals at the forefront of culture, ages 16
to 44, who only or mostly stream their video
content. Culturesetters reflected 12 U.S.
markets including New York/Brooklyn, NY;
Washington, DC; Burlington, VT; Denver, CO;
Iowa City, IA; Atlanta, GA; New Orleans, LA;
Dallas, TX; Albuquerque, NM; Los Angeles, CA;
San Francisco/Oakland, CA, and Seattle, WA.
18 GENERATION STREAM UNPACKING THE STREAMING EXPERIENCESECTION HEADER
U N PAC K I N G T H E ST R E A M I N G E X P E R I E N C E / S U M M M E R 2 02 0 / VO LU M E 0 1
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